Examining the Relationship between Brand Symbolism and Brand Evangelism through Consumer Brand Identification: Evidence from Starbucks Coffee Brand

Irada Osmanova, Seden Ozerden, Bassam Dalal and Blend Ibrahim ()
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Irada Osmanova: Faculty of Business and Economics, Department of Business Administration, Girne American University, North Cyprus, Via Mersin 10, Kyrenia 99320, Turkey
Seden Ozerden: School of Tourism and Hospitality Management, Department of Tourism, Girne American University, North Cyprus, Via Mersin 10, Kyrenia 99320, Turkey
Bassam Dalal: Faculty of Business Administration, Jinan University, Tripoli 1300, Lebanon
Blend Ibrahim: Faculty of Business, Department of Business Administration, Istanbul Ticaret University, Istanbul 34445, Turkey

Sustainability, 2023, vol. 15, issue 2, 1-15

Abstract: In today’s competitive environment, it is important to understand that consumers’ evangelical behavior depends on symbolic brand attachment. This study, drawing on social identity theory (SIT), investigates the direct relationship between brand symbolism and three characteristics of brand evangelism, namely purchase intention, positive brand referrals, and oppositional brand referrals, while also considering the mediating role of consumer brand identification (CBI) and the moderating role of generational cohorts. A total of 323 Starbucks coffee shop consumers were analyzed, and the structural equation modeling (SEM) approach was employed using Smart PLS 3.2. The findings revealed that brand symbolism is the strongest predictor of positive brand referrals, followed by purchase intention and oppositional brand referrals. CBI was a significant mediator between brand symbolism and the three aspects of brand evangelism. The results of the moderation effect of the generational cohort showed a significant relationship between brand symbolism and purchase intention. Interestingly, the generational cohort was not a significant moderator between brand symbolism and positive brand referrals and oppositional brand referrals. The study concludes with theoretical and managerial implications, as well as some suggestions for future studies.

Keywords: brand symbolism; brand evangelism; consumer brand identification; generational cohorts (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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